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Mobile retail market set to exceed $12 Billion by 2014

JUNIPER Research has found that one-to-one marketing is anticipated to exceed $12 billion by 2014.

The mobile marketing and retail strategies report found that the
mobile retail sector, defined by Juniper as comprising mobile coupon
redemption values, smart poster fees and advertising expenditure, is
predominantly consisting of discount coupons. Although they claimed that mobile advertising expenditure would exceed coupon redemption values by 2013, as digital advertising spend will be increasingly transferred to mobile outlets. Increasingly the retailing industry and brands are becoming aware of, and implementing the mobile device into, the retail cycle.

Paul Berney, MMA Managing Director for EMEA says, "The results of this study are entirely in line with the MMA's expectations of the mobile retail market based on feedback from our members. There is no doubt that mobile will become a fundamental part of retailers' communication strategies; providing a key channel for not only the promotion of products and offers to consumers to drive footfall and sales but also to establish a relationship of engagement and interaction with customers both in store and beyond."

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